What is
Telemarketing?
Heard about telemarketing? I bet you do.
Telemarketing is an age old marketing practice that is commonly
used by most companies or businesses which have a planned approach
to marketing products with the aim to generate a higher volume of
sales from the services. To put it simply, the term "telemarketing"
refers to a way that businesses can advertise their products and
offer their services.
The Basics
There are a number of operations involve in telemarketing. Most of
the companies offering this kind of service often employ
professional telemarketers or call centers to make telephone calls
or send faxes to the potential customers on
their behalf, hence the name. However, in order to
obtain a list of the potential customers, the company usually
purchases telemarketing lists which are available with vendors
based on a preset condition or requirement. After this, if you are
the one running the telemarketing business, you can have your staff
or third party companies call these contacts in order to generate
the so-called "telemarketing leads".
There is another thing that is common in the telemarketing field,
that is, a "dead air" or "hang up". Well, this is actually the
situation in which you may receive a telephone call where no one is
on the other end. It can be annoying and frightening on the part of
the customer. But, understand that these calls are often the result
of something called "predictive dialing". Many of the telemarketing
organizations these days employ automatic dialers to place
telephone calls or send faxes. Thus, a dead air or hang up call
often occurs, especially if the representative of the business is
not available when the call is answered. It is further worth noting
though that companies generally allow sufficient time between calls
for a representative to be available. But, there are some
instances, especially when the representative is on another line
longer than expected, that the result of the operation is the
so-called "dead air".
Main Categories of Telemarketing
There are two major categories involved in a telemarketing
business. The first is Business-to-Business, and the second is
Business-to-Consumer.
Business-to-Business - This actually refers to the operation in
which the company tries to look for other companies interested in
high quality business to business calling in sales, appointment
setting, lead generation, customer service, and even technical
support.
Business-to-Consumer - Like the call center programs, business to
consumer telemarketing needs the special service capabilities as
well as considerations. One thing to note when it comes to this
kind of operation is the recent "do not call" legislation which
requires that your call center must be very vigilant about the
lists they use for their business to consumer programs. There are,
however, some companies out there that accept business to consumer
programs simply to extend their calling hours.
Note that within these two categories of telemarketing are two
broad divisions: the lead generations, where the main purpose is to
obtain information; and sales, where the main object is to obtain
someone to buy something. All of these operations are usually done
by professional telemarketers.
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